NEW YORK — Brands can improve the efficiency of an ad buy by shifting a portion of their budgets from TV to online video, potentially increasing their exposure by six times without spending any more money, according to new research conducted by online video technology company YuMe Networks along with Nielsen and Magid Advisors.
The three companies unveiled their latest findings on online video usage and marketing effectiveness at an industry event in New York last week. The entire 45-minute video of the event is published above.
The research indicates growth in consumer usage habits and efficacy of the Web video medium. For starters, YuMe and Magid learned that 66% of online video viewers are watching more Web video than they were a year ago.
In its research with Nielsen, YuMe found that a marketer can increase the reach and frequency of an ad buy without any additional cost by allocating 5%, 10% or 15% of a budget online instead of TV. They found that if a consumer packaged good brand shifted money online, the brand could up the percentage of people who saw its ads by 3 to 6 times and that the cost per thousand decreased significantly.
Look for several more posts over the next 10 days detailing the results of the studies along with interviews with presenters and ad agency executives at the event.
The speakers, in order of appearance are: Scot McLernon, Chief Revenue Officer, YuMe; Mike Vorhaus, President, Magid Advisors, Frank N. Magid Associates; Howard Shimmel, SVP, Client Insights, Media Solutions, Nielsen; Travis Hockersmith, Director of Market Analytics, YuMe; and Gian Lombardi, Vice President of Eastern Sales, YuMe.
Daisy Whitney
Disclaimer: This is a sponsored post. We have produced and published this video and several others to be posted under contract with YuMe. We hope you find this series of videos informative. AP
